Purpose -The purpose of this paper is to utilise projective techniques as a method to capture and understand consumer reactions to celebrity-endorsed perfumes. The paper illustrates how projective techniques can aid practitioners in their selection of celebrity endorsers. Design/methodology/approach -The paper is part of a wider tradition of returning to qualitative methods when research based on existing theories offers only partial or little support for them. In total, 16 females participated in the study, which utilised a range of projective techniques, including picture association. For the latter, participants were exposed first to advertisements for two leading perfumes alone and then these advertisements incorporating four contrasting celebrity endorsers. Associations and reactions to the advertisements with and without celebrity endorsers were compared. Findings -The analysis identifies that celebrity endorsers may have a significant impact on the perceived target market for a product, highlighting their potential role in repositioning a brand. However, the celebrity may crowd out the endorsed product. The role of personal liking is critical, although this is ignored in existing source models of celebrity endorsement. Originality/value -The application of projective techniques demonstrates their usefulness in capturing responses to celebrity endorsements. The paper uncovers some of the reasons why previous research has generated results that only partially support the existing main theoretical frameworks.

No abstract

The paper presents a Multiple Indicators and MultIple Causes (MIMIC) model for explaining the relationships between buyer-seller power, buyer trustworthiness and supplier satisfaction / performance. The model draws on an organizational supply chain perspective of power and is verified using data relating to dairy farmers' relationships with their main buyer in Armenia. The analysis indicates that buyers are more trustworthy where there is greater competition for supplies. Buyer trustworthiness is also positively correlated with both the size of a supplier, as well as a supplier being a member of a marketing cooperative. Buyer trustworthiness has a positive impact on suppliers' satisfaction (regarding their relationship with their main buyer) and enhances the quality and quantity of suppliers' output.

No abstract

No abstract